Altimeter Group states in a report that marketers find measurement is the biggest challenge for content marketing. And measurement is irrelevant unless KPIs and goals are established from the start.
On top of that, measurement is often too narrow. Just measuring leads and sales misses other objectives with monetary value (e.g. attracting quality talent).
From Altimeter Group:
But measuring only for sales and leads – or simply relying on volume or vanity metrics such as “likes” and “views” that contain little innate business value or meaning – undermine and devalues investments in time, media, employees, technology, and vendor relationships.”
As participation in content increases in non-marketing devisions (AKA Culture of Content), metrics and KPIs shift.
Employee advocacy is an enterprise-wide initiative that works towards a common goal, while developing your overall employer brand.
In order to implement an enterprise social media advocacy program and invest in on-going employee social media communications training (another top priority according to Altimeter Group), you need to start at the first step: Setting strategic business goals for the program.
Successful Cross-Departmental Programs Start With A Common Goal
You might want to increase revenue by 10%. Or maybe increase your overall brand health score. Or maybe you want to build up your employer brand (to rival Google’s) to attract the best talent.
Whatever your strategic business objectives are, you will need to come together as an executive and management team to establish a common goal for your employee advocacy program.
Every department and function has their own objectives. But employee advocacy spreads across your enterprise, across regions and departments. So if your program only satisfies one goal for one department (let’s say marketing reach), it will be hard to scale it and get user adoption as time goes on.
But how do you get departments to agree on a goal?
Departmental Goals Work Together
As an executive and management team, it’s your job to communicate goals to your employees, and motivate them to achieve these goals.
But sometimes, an overall company goal is hard to communicate to your department.
For example, if your goal is to increase revenue by 10%, how do you communicate the importance of this goal to a front-line employee? A developer? Or a graphic designer? It’s hard sometimes.
But you can split up these overall strategic goals into smaller departmental goals: attracting new talent, increasing brand awareness and positive sentiment, improving overall customer experience, creating communications and operations efficiencies, reducing costs, or knowledge acquisition and training through content and technology.
All of these different objectives contribute to your overall goal in some way. When everyone works on their departmental goals together, your overall strategic goals come to fruition.
Now what’s the best way to achieve these goals?
Goals Are More Achievable In Milestones
Employee advocacy programs are a long term initiative. Your enterprise doesn’t become a social business overnight. You’re looking at a 3-year engagement minimum to maximize results from your program.
So how do you keep everything on track to hit your goals?
Break down every strategic business objectives and departmental goals in quarterly milestones.
By approaching enterprise social media advocacy programs this way, you can start building departmental and overall business roadmaps.
Your first milestone might be to choose a software solution, train 100 employees to use it, and start collecting data.
Your second milestone could be to expand to new departments and regions, and use your data to optimize what kind of content and which employee groups generate the most leads.
Whatever your milestones are, they should all add up to achieving your strategic goals in the end.
One Overall Goal Means Centralizing Analytics
Since enterprise social media advocacy programs are a company-wide initiative, someone needs to be the central point of contact and aggregate all the results from each department.
All of the KPIs should be centralized in an administrative dashboard accessible by program and regional managers.
This way, you can pull data, performance, and milestones in one overall objective report.
Employee engagement and advocacy programs are really something that unifies your enterprise as a whole. When you collect this kind of data and create an aggregate report, it becomes much easier to present to different departments and show everyone how they’re contributing to the overall objective. It also becomes much easier to get other departments on board, and get executive buy-in.
Develop A Competitive Advantage By Aligning Strategic Business Goals
Your strategic objectives are only achieved when your enterprise works as a well-oiled machine. Using content and social media education helps break down organizational silos and align departments to reach the same objectives.
An employee advocacy platform or program can unify your company objectives reports, and help develop a competitive advantage.
Goal setting is the first step in implementing an enterprise social media advocacy program. To learn more about how to set goals and launch a program, download this helpful resource now.
What are your strategic business objectives? How are departments contributing? Do you have an enterprise-wide employee social media program to help? Please leave a comment below and share with your colleagues.